MODERN ANTHOLOGY BROOKLYN

The decision to expand from a small brick and mortar retail shop to include an online shopping function is a harrowing step for any company. Just ask juggernaut H&M, who’s plans to sell online have been famously and routinely delayed. The extra hours needed to handle a long list of responsibilities is daunting: photographing products, writing smart copy, perfect packaging, timely shipping, and handling returns. And all too often, the actual design of the website doesn’t match up to the branding and vision of the real thing.

So it’s exciting and highly encouraging when someone takes that leap of faith, and does it the right way, as is the case with one of the best small shops in America, Modern Anthology.

Located on a charming street with solid foot traffic in the heart of Dumbo, co-owners Becka Citron and John Marsala have put together a perfectly edited collection of essentials, from weekend bags and accessories to outerwear and objects for the home. But foot traffic only goes so far, and their recently relaunched website has a keen eye on the international shopper, from traditionalists in England to creatives in Japan, a country obsessed with American clothing and sportswear. Need proof? There are an astounding 85 Brooks Brothers stores operating in Japan today.

Take a minute to explore the site, and while some categories like outerwear are readily available, others like belts and ties aren’t. But hey, they’re still in Beta so give them a chance to set up shop. Modern Anthology, 68 Jay Street, Brooklyn, New York. 718.858.8188 Here’s a short film we did on the store last year: